Crest Releasing New Chocolate Toothpaste with Be Line

Crest will be releasing a new line of toothpaste starting the first week in February.

“You should see it in stores first week of February,” said Procter & Gamble spokeswoman Michelle Lohman. The line will also roll out in Canada shortly after the U.S. launch next month.

It will retail for $4.99 and be sold at drugstores and mass retailers nationwide.

Procter & Gamble said Tuesday it is unveiling a line of Crest toothpastes called “Be” that feature nontraditional flavors including Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest.

“Daredevils, have we got a surprise for you,” Crest says on the Be website. “It’s a whole new world of deliciousness for toothbrushes everywhere. And it’s ready to take your mouth on an exhilarating ride. Better buckle up.”

P&G Marketing Director Rishi Dhingra said the toothpastes were designed to “allow for an unexpected experience through flavors that offer personal expression.”

Karen Machleit, head of the marketing department at the University of Cincinnati, said Procter & Gamble is trying to appeal to brand-switchers who are always looking for something new. “It’s a way of reinvigorating interest in a brand,” she said. “By having a variety of products, they keep consumers from switching.”

On Friday the company also mentioned it has updates in the making for its Crest 3D White oral care products, new Old Spice products like shampoo and conditioner and a new Pantene formula.

This isn’t the first time for Crest to have odd flavors to their toothpaste line. In 2003, Crest introduced Crest Whitening Expressions in flavors like Cinnamon Rush, Fresh Citrus Breeze and Extreme Herbal Mint. The line was promoted by Chef Emeril Lagasse and his trademark “Bam!” catchphrase.

P&G’s Crest is the No. 2 oral care brand in the world with 20 percent market share behind Colgate. Crest commands about $2.3 billion in worldwide sales, according to industry tracker Euromonitor International.